Musestorm Top 10 widget and social media mistakes

Company Private & Confidential
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
September 20, 2007
MuseStorm
Top 10 Widget & Social Application
Mistakes
The Professional Way to Widget™

This session

 Fast, furious, fun!
•  "Hands On Workshop: The Top 10 Widget
Mistakes.”
•  Both widgets and social applications
•  Actionable knowledge you can start applying
Wednesday morning!

Case #1

 Breaking Bad

 AMC Original
•  Designed for cross over appeal with a 40
-something protagonist chemistry teacher
•  Teams up with one of his 20-something
students to cook meth
•  “Black humor”

Mistakes Made

 Breaking Bad
•  60M people on Facebook but only 19 of them
use this widget each day

 Multiple problems
•  Mismatch demographics
•  Game does not take advantage of social
graph

Lessons Learned
•  DO measure/optimize engagement value of
your content
•  DON’T overinvest in custom content before
you know what works

Case #2

 Free Rice (633K uniques)

 Ideal fit with demographics
•  4M high school students on Facebook as of
May 2007
•  Majority college bound
•  Third-world causes strongly resonate with this
age group

Mistakes Made
•  90 active users for “bumper sticker”
implementation
•  Re-mixed as a true Facebook application –
but with only ~1000 active users today

20 grains vs. 10 grains

Lessons learned
•  DO pay attention to naming of your
application particularly if there are multiple
apps or widgets that do the same thing
•  DO look at your reward structure and make
sure it is competitive with offerings elsewhere
on the web

Case #3

 Blockbuster Movie Clique
•  Collaborative filtering recommendation
engine for films

Mistakes Made

 When it comes to widgets, it’s content that rules,
not the brand
•  Application is just not all that compelling
when compared with Flixster – an application
built from the ground up for film lovers
•  Difference shows in the numbers –
Blockbuster 238 daily active users versus
439,699 for Flixster

Lessons Learned
•  DO a competitive analysis of your category
before you develop your widget or social
application
•  DON’T bet the farm on a single social network
– consider going where your competition isn’t
•  DO provide content that is useful,
entertaining, and energizing to your
audience – versus self serving
•  DO remember why people post/share your
widget or social application – it’s the content

Case #4

 Electronic Arts
•  My Need for Speed
•  An electronic racing game

Mistakes Made

 Not refreshing content prior to game launch
•  Initially this application was a dud
•  Application came back from the dead after
the game launched
•  Perfect fit with the FB demographic
•  Provides a natural vehicle for self expression

Lessons Learned

 Build success quickly on the back of mistake
•  Widgets and social applications are by
definition new media
•  Experiment now – but make sure what you are
doing is measurable
•  Respond, react, and iterate
•  Your audience will tolerate mistakes so long as
you are responsive to their needs

Summary Mistakes

  Breaking Bad Case
•  Bad fit with demographics
•  Failing to test content with target users

  Free Rice Case
•  Not integrating into the social graph/bumper stickers
•  Not naming your widget in a distinctive way
•  Lack of alignment in reward structure

  Movie Clique vs. Flixster
•  Forgetting that content is king and queen
•  Relying on a single social network to carry the day

Additional Mistakes
•  Electronic Arts Case
•  Over relying on generic content
•  Focusing on business objectives to the exclusion of
audience needs
•  General Widget mistakes we see every day
•  Letting your widget go stale over time
•  Forgetting to make your widget search able

MuseStorm

  Professional solution for agencies and marketers
•  Cross-platform widgets
•  Engaging content with a set of dynamic components
•  Accountability across all touchpoints
•  Convenience and control right down to the pixel
•  Proven with blue-chip agencies and marketers

September 20, 2007
Thank You
www.musestorm.com
marciak@musestorm.com
650.270.4309

Musestorm Top 10 widget and social media mistakes

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Musestorm Top 10 widget and social media mistakes